Annual Report - Fiscal Year 2014

UPMC Social Media
FY2014
Annual Report

Social Media efforts continued to grow throughout the year with contributions from Public Relations, Clinical
Marketing and Web Strategy. A key focus for social media has been and continues to be content creation,
including in-house videos which are promoted throughout the various social channels. A total of 19 videos
were produced and promoted in FY14.
The launch of the Health Beat Blog in February 2014 was a noted accomplishment. To date, the blog has
received 19,908 sessions with a returning visitor rate of 27.46% and bounce rate of 88.51%. The social media
team continues to promote UPMC through various channels including Facebook, Instagram, Pinterest, LinkedIn
and Google+, where two Google Hangouts were hosted. Google+ Hangouts offer a new way for UPMC
experts to communicate live with followers, and bring hits and engagement to its Google+ page for the first
time.
The UPMC Facebook page remains Marketing and Communications’ most popular social media channel, by
increasing fans from 11,390 in FY13 to 20,344 in FY14. This growth can be attributed to the increase in
resources as well as a Facebook advertising budget allotted to promote key initiatives and fan acquisition.
Photos, especially those accompanying patient success stories, were the most popular type of post.
FY14 Social Media Summary
2

Summary Stats – Corporate Channels
3

(Unpaid postings reaching the most unique users)
5 most popular organic postings
4

A photo of downtown Pittsburgh during a summer
thunderstorm, taken by UPMC videographer Tim
Betler from inside the U.S. Steel Tower, was the
highest-reaching organic post in FY2014.
• Total Impressions: 103,264
• Reach/Unique Impressions: 50,480
• Engaged Users: 5,310
– Likes: 1,771
– Shares: 620
– Comments: 705
– Photo Views: 2,844
• Virality: 4.71%
Spredfast source
#1 Most Popular Posting (Unpaid)
Channel: UPMC Facebook
Timing: 4:45 p.m., July 16, 2013
5

A post linking to a New York Times article about
UPMC and Pitt’s clinical trial on body cooling was
the second highest-reaching organic post in
FY2014.
– Comments: 91
– Shares: 144
– Likes: 334
– Link Clicks: 594
• Virality: 1.47%
Spredfast source
Timing: 4:54 p.m., June 10, 2014
6

Shared more than 250 times, a photo recognizing
Pregnancy and Infant Loss Remembrance Day
was the third-highest-reaching organic post in
FY2014.
– Shares: 253
– Comments: 29
– Likes: 798
– Photo Views: 139
• Virality: 5.93%
Spredfast source
Channel: Magee Facebook
Timing: 4:01 p.m. on Oct. 15, 2013
7

An infographic detailing some of the harmful
ingredients in cigarettes was the third highest-
reaching organic post in FY2014.
• Unique Impressions: 14,376
• Engaged Users: 916
– Share 365
– Comment 166
– Like 233
– Link Clicks 16
– Photo View 273
• Virality: 3.71%
Spredfast source
Timing: 8:55 a.m., Sept. 7, 2013
8

A powerful photo and quote recognizing
Prematurity Awareness Month was the fifth
highest-reaching organic post in FY2014.
• Unique Impressions: 14,376
– Share 365
– Comment 166
– Like 233
– Link Clicks 16
– Photo View 273
• Virality: 5.51%
Spredfast source
Timing: 7:55 a.m., Nov. 13, 2013
9

(Postings that reached the most unique users in terms of
Facebook Advertising dollars spent)
4 most popular paid postings
10

A holiday “music video” featuring social media star
Dr. Carey-Andrew Jaja, was the highest-reaching
paid post in FY2014.
– Comments: 389
– Shares: 436
– Likes: 2,369
– Video Plays: 3,872
– Link Clicks: 6,272
• Virality: 1.11%
• Amount spent: $750
Spredfast source
#1 Most Popular Posting (Paid)
Timing: 4:18 p.m., Dec. 13, 2013
11

A UPMC HealthBeat article on the benefits of a
vegetarian diet was the second highest-reaching
paid post in FY2014.
• Total Impressions: 1,881,680
– Comments: 9
– Shares: 5
– Likes: 19
• Virality: 0.01%
Spredfast source
Timing: 12:43 p.m., March 31, 2013
12

A link to an infographic on UPMC’s Pinterest page
detailing the produce grown at Magee’s organic
gardens was the third highest-reaching paid
post in FY2014.
– Likes: 239
– Shares: 26
– Comments: 14
• Virality: 0.21%
Spredfast source
Channel: Magee Facebook
Timing: 11:56 a.m., May 27, 2013
13

A compelling transplant patient story, posted
during Donate Life Month, was the fourth
highest-reaching paid post in FY2014.
– Shares: 51
– Comments: 40
– Likes: 655
– Link Clicks: 3
– Photo Views: 577
• Virality: 0.62%
Spredfast source
Timing: 3 p.m., April 15, 2014
14

In April 2014, the social media team began coordinating
Google+ Hangouts, offering a new way for UPMC experts to
communicate live with followers, and bringing hits and
engagement to its Google+ page for the first time
Google+ Hangouts
15

Also noteworthy: Hangouts appear to be the main source of traffic to UPMC’s Google+ Page, which shows
peaks in views on Hangout days (1,970 views on the day of the Marathon Hangoutl/2,247 views for Cycling)
Google+ Hangout Summary Stats
16
May 2014 Cycling Hangout:
Event RSVPs: 36 users
Live viewership: 35 viewers / 12:40 average duration
YouTube playbacks: 84 viewers / 7:75 average duration
Total comments: 13
April 2014 Marathon Hangout:
Event RSVPs: 56 users
Live viewership: 62 viewers / 13:42 average duration
YouTube playbacks: 132 viewers / 11:57 average duration
Total comments: 17

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